Brand and voice context
The project context an agent reads before it writes anything: positioning, tone, audience, proof and keyword targets, and how it differs from memory.
Updated October 20, 2026
Project context is the short, structured description of what the brand is. An agent loads it at the start of any content or SEO task so its output matches the positioning and the voice instead of inventing both.
The fields
| Field | What belongs in it |
|---|---|
| Brand name | The name as it should appear in writing. |
| Domain | The site this project tracks. Scheme, www and path are stripped. |
| Positioning | What the brand is and who it beats: the one-line claim its content has to support. |
| Tone | How it sounds in writing: register, person, what it never does. |
| Audience | Who is being written for: role, sophistication, what they already believe. |
| Proof | The evidence the brand can cite: customers, numbers, credentials, named results. |
| Keyword targets | The terms the content is aimed at. Added to and deduped rather than replaced, so naming two does not drop the twenty already there. |
| Notes | Anything the writing has to respect that has no field of its own. |
There is also room for extra brand-voice keys beyond those, merged one at a time, for things like objections to pre-empt or words the brand never uses.
Context, memory and files
The three are easy to confuse and do different jobs.
- Context is what the brand is. Stable, structured, short. Positioning, tone, audience.
- Memory is what was decided or done. Discrete facts with a history. See project memory.
- Files hold whole documents. A rules registry, a content template, a brand kit. See project files.
Putting a decision in context overwrites the description of the brand. Putting the brand description in memory scatters it across a dozen notes. Keeping them apart is what makes either useful.
Filling it in
The fastest way is to tell your agent, in a sentence, and let it write the fields. "We sell to in-house heads of content at mid-market SaaS companies, we are the honest alternative to the enterprise suites, and we never use the word journey" fills three fields properly.
The alternative is the Settings page, which is the same data.
Why it is worth the ten minutes
Without it, every session starts by asking you who the audience is, or worse, guessing. With it, a draft comes back in the brand's register the first time, and the keyword targets are already the agreed ones rather than whatever the agent inferred from the domain.
Fill in proof even if nothing else. It is the field that most changes output quality, because a specific claim with evidence behind it is what both a reader and a retrieval model will use, and an agent cannot invent your customer numbers.
Questions about brand and voice context
- Is this the same as the Settings page?
- The same fields. Settings is the human surface and the context tools are the agent surface, both writing to one place.
- Will an agent overwrite what I wrote?
- Only the fields it passes change; everything else is left exactly as it was. A small correction is safe.
- How do I clear a field?
- Set it to empty. An agent passes null for the same effect, which is different from omitting it.